January 18th, 2012
This is your brain on advertising - neuro-marketing lets marketers get inside your head
By John Goddard
The Toronto Star
Marketers hankering to peer into the mind of consumers will make increasing use of functional MRI machines this year to do it, says the top technology trend spotter for Deloitte Canada.
It’s called neuro-marketing.
Watching parts of the brain light up in response to a television ad can provide better information than results from a focus group, says Duncan Stewart, director of research for technology, media and telecommunications for the professional services firm.